Beyond the Binary: A Meaning Based Approach to Spanish Language Advertising

Author:

• Christopher Chavez (Univ of Southern California)

Abstract:

This project breaks from traditional assumptions that presume two distinct advertising audiences: a Hispanic audience, which consumes primarily Spanish language media, and a general market audience, which consumes English language media. Phenomenological interviews with bi-lingual/bicultural Latinos across the Los Angeles area provide an understanding of how Latino consumers use English language media and Spanish language media in the development of their self-concepts as well as how they draw on the collective advertising system (English and Spanish) to make meaning of their place within the larger cultural system.